Beauty Bakerie makeup recently released a new line of foundation with 30 shades for all skin tones. The foundation is medium-coverage, vegan, cruelty-free… and has the added bonus of the darker shades being numbered first.

Beauty Bakerie was created by Cashmere Nicole, a black female entrepreneur back in 2011, and has since skyrocketed, becoming a $5 million company.

The launch of their Cake Mix Demi-Matte Foundation has expanded their fame further, as the company dared to do what, sadly, has seldom been done before. Put the dark shades first.

 

The description under each of the foundations on the website reads:

The shade range is dark to light. Now is a time of healing, so this is a real celebration of unity, understanding, and love.”

In addition, the company knows how to clapback on Twitter. When asked why they numbered their darkest foundations first, Beauty Bakerie makeup answered:

“We arranged them dark to light. It means we’ve been conditioned to think that dark to light is out of order.”

Owner Cashmere also has the best story for how the company got to this idea:

“When we launched the foundation we sat down so many girls and asked what they thought about the shade range, and shade #1 was this girl named Julia, and she had really, really, dark, dark, rich skin. And they said, ‘what do you like about Beauty Bakerie Cake Mix?’ and she giggled in the most innocent way and said, ‘That I’m number 1.'”

Check out their Instagram swatch video here:

Beauty Bakerie is known for using better ingredients and creating products with no parabens. In addition, they’re cruelty-free, vegan, and named after delicious pastries. Because who doesn’t love being reminded of dessert when beating their face??

The foundation is on sale on their website and does ship internationally. Oh, and the best part is that it’s a pretty reasonable price, $28 a bottle.

Have you tried the new foundation shades yet? Let us know what you think in the comments!

Yelena Mandenberg is a staff writer at Grit Daily with a passion for news of all sorts. A Brooklyn, New York native, she is living with cat + tortoise. IG: ymand123